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Walmart is rolling out a new house brand of all natural cleaning products, Great Value Naturals, which the retailer says is as effective as leading conventional cleaning brands. The products are available now in more than 2,000 Walmart stores across the U.S. and will be available soon on Walmart.com.

"The launch of Great Value Naturals is an important step in making green cleaning habits an affordable option for millions of consumers," said Alberto Dominguez, Walmart vice president and divisional merchandise manager. "Many consumers have the perception that all-natural cleaners are more expensive and don't work as well as traditional cleaning products. Great Value Naturals addresses those concerns by combining affordability, performance and care for the environment."
Great Value Naturals cleaning products are made from plant-based, all-natural “Evolve” cleaning technology and are sold exclusively at Walmart. The products are 100% chemical-free and toxin-free, biodegradable, non-allergenic and packaged in recyclable materials.

The technology effectively captures and breaks down soils, grease, grime and odor-causing bacteria without leaving harmful residues or irritants behind on skin, surfaces or the environment.

"As the first green technology to match the potency of chemical cleaners, products with Evolve-based technology deliver a level of clean that consumers often notice after a single use," said Benjamin Shell, CEO of Agaia, makers of Evolve. "It's no longer necessary to sacrifice the familiar strength of traditional cleaners to have a toxic-free environment at home.”

The line includes four natural cleaning products—liquid laundry detergent ($8.97 for a 100oz. bottle), a multi-surface cleaner ($2.47 for 32oz. spray), window cleaner ($1.98 for 32oz. spray) and an automatic dishwasher gel ($3.97 for a 75 fluid oz bottle).